New agreement reached for customer loyalty

by: Nichole Gunn March 7, 2012

Alliance Data Systems Corporation, a top provider of marketing and customer loyalty solutions, recently announced a new multi-year agreement that will renew its contract with the Buckle, an apparel and accessories retailer.

Alliance will keep providing private-label credit card services to Buckle with the partnership continuing to focus on increasing new cardholder growth through traditional and mobile loyalty routes.

Alliance Data uses transaction data and analysis to develop customer reward programs for Buckle that are designed to create customer retention while expanding brand recognition and bringing in outsider consumers to take advantage of the merchant's offerings.

"Buckle guests want a great selection of denim, fashion tops, accessories and footwear coupled with convenient purchase options and valuable rewards - we're pleased to continue working with Alliance Data to provide our cardholders with these added benefits," said Dennis Nelson, president and CEO of the Buckle. "As companies with shared goals and values, we look forward to continuing our productive partnership with Alliance Data as we further our mission to create the most enjoyable shopping experience possible for our guests."

A leading multichannel retailer of private label and brand name through various apparel, footwear and accessories, Buckle is based in Kearney, Nebraska, and currently operates more than 430 stores across 43 states as well as a thriving ecommerce presence. It was founded in 1948 and posted annual net sales of $1.06 billion for 2011. It has had a loyalty and marketing deal with Alliance Data since 1995.

"Buckle is an outstanding specialty store with a consistent focus on providing excellent service and selection for their guests," said Melisa Miller, president of retail services for Alliance Data. "We are thrilled to continue our longstanding collaborative partnership and remain focused on ensuring the Buckle Credit Card continues to drive sales, company growth and customer loyalty for years to come."

Customer loyalty and reward programs are designed to benefit the consumer as well as the merchant, by making it easier and free to access for all involved. Many companies are using mobile and web-based avenues for customers and clients to access and take advantage.


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